Objectives: To assess whether affective evaluations of health behaviors moderate or mediate the influence of theory of planned
behavior (TPB) variables on intention. Methods: For each of 20 health behaviors, respondents (N=300) completed questionnaire
measures of affective evaluation, attitude, subjective norm, perceived behavioral control, and intention. Results: Analyses
using path modeling revealed that affective evaluation of the behaviors did not moderate the influence of the TPB variables
on intention, but it partially mediated the influence of attitude and perceived behavioral control on intention. Conclusions:
These results emphasize the importance of affective evaluation as a target for health communication.

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